Case Study: Nutella boosts Christmas engagement (19.7% rate, 92K+ engagements) with Twitter

Nutella turns a creative idea into an increase in engagement during Christmas

Ferrero’s Nutella Italy needed a fresh, attention-grabbing holiday idea to cut through traditional Christmas messaging and drive sales during the busy season. The challenge was to engage a broad audience with a campaign that felt playful and shareable while standing out from other seasonal promotions.

Nutella launched an interactive, story-driven game featuring its penguin mascot, using Promoted Tweets with rich media (multi-image, GIFs, video) and targeted audience segments, rewarding users for participation with on- and off-Twitter experiences. The 25-day campaign delivered strong results: peak engagement of 19.7%, more than 92K engagements overall, and a lowest average CPL of €0.27.

Nutella